Course Details

Employment Brand: HR's Strategic Role In Developing And Preserving The Business's Reputation

Webinar: ID# 1023994
Recorded On-Demand
About This Course:
Damage to a company’s reputation due to a PR disaster doesn’t just tarnish the employer’s brand; it can lead to significant financial losses as well.

After a passenger’s forcible removal from an overbooked flight, United Airlines’ stock lost close to $1 billion in value. Wells Fargo recently endured a similar media catastrophe after its employees allegedly stole customers’ sensitive information and opened accounts in their names. The company agreed to settle the case for $50 million, plus the $185 million it must pay in state and federal fines. Clawbacks from company executives totaled another $75 million.

Reputation can take a lifetime to build, but just a moment to rip to shreds. Thus, it’s important for HR leaders to recognize the integral role they play in developing and preserving the company’s good name and image as an employer. Embracing this role can go a long way toward enhancing strategic objectives for attracting, recruiting and retaining talent.

Join us when Professor Wayne Cascio, an accomplished industrial and organizational psychologist, will share insights into how HR can steer the organization’s employment-branding process in a meaningful direction.

You’ll learn:
  • How great employers distinguish their brands from those of their competitors
  • The powerful effect of third-party employer branding
  • How to strike the right balance in using social media to tell compelling stories about your company’s mission, its workers, and more
  • HR’s role in ensuring that all employees, contractors, and vendors associated with your business behave in a manner that strengthens your company’s reputation and brand
  • Best practices for brand repair—to minimize the negative effects of a media firestorm before they have the chance to cause permanent, irreparable harm to the employment brand and the underlying business
About Your Presenter:

Wayne F. Cascio
Professor of Management, Robert H. Reynolds Chair in Global Leadership
University of Colorado, Denver

Wayne Cascio is a Distinguished University Professor at the University of Colorado, and he holds the Robert H. Reynolds Chair in Global Leadership at the University of Colorado Denver. He has served as president of the Society for Industrial and Organizational Psychology (1992-1993), Chair of the SHRM Foundation (2007), the HR Division of the Academy of Management (1984), and as a member of the Academy of Management’s Board of Governors (2003-2006). Currently he serves as an editor of the Journal of International Business Studies (JIBS).

Dr. Cascio has authored or edited 28 books on human resource management, including Managing Human Resources (10th ed., 2016), Short Introduction to Strategic Human Resource Management (with John Boudreau, 2012), Investing in People (with John Boudreau, 2nd ed., 2011), and Applied Psychology in Human Resource Management (with Herman Aguinis, 8th ed., in preparation). He is a two-time winner of the best-paper award from the Academy of Management Executive for his research on downsizing.

In 2010, Dr. Cascio received the Michael R. Losey Human Resources Research Award from the Society for Human Resource Management, in 2013 he received the Distinguished Scientific Contributions Award from the Society for Industrial and Organizational Psychology, and in 2016 the World Federation of People Management Associations awarded him its Lifetime Achievement Award. From 2011-2013 he served as Chair of the U.S. Technical Advisory Group that is developing international HR standards, and he represented the United States to the International Organization for Standards. Currently he serves as Chair of the SHRM Certification Commission. He is an elected Fellow of the National Academy of Human Resources, the Academy of Management, the American Psychological Association, and the Australian HR Institute.

Dr. Cascio earned his B.A. degree from Holy Cross College, his M.A. degree from Emory University, and his Ph.D. in industrial/organizational psychology from the University of Rochester.
Employment Brand: HR's Strategic Role In Developing And Preserving The Business's Reputation
or via On-Demand
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